Strategy is more than a word. It's a way of thinking: about how people percieve you and whether your message is relevant to them. Strategy requires listening, researching, testing, adapting. Remember: "the rules may change at any given moment and without notice." Strategy without ongoing customer engagement is just a guess, and guessing won't beat your competitors. Site 107 will show you smart ways to "monetize moments of engagement" (MoME) with your customers, investors or contributors.

Creativity: It's not pretty

An ad performs best when it either a) confirms or b) refutes deeply held beliefs about your product or industry. That's the strategic piece of the puzzle. Still, strategy must be translated creatively, and imagination that surprises and delights customers does more than capture eyeballs - magic happens. Site 107 will help you 1) first, to understand your customer and 2) then to be understood; 3) the desired buyer behaviors will follow - blogging, downloads, clicking the buy button, direct mail response, e.g. At Site 107, we never forget the need to blend science with sexiness, that is: to create results!

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